EFFECT AND SOCIO- ECONOMIC CHARACTERISTICS OF THE PURCHASE OF SENSODYNE TOOTHPASTE IN ABA METROPOLIS OF ABIA – STATE NIGERIA.

ABSTRACT

The study analyzed the consumer willingness to purchase sensodyne toothpaste product in Aba metropolis of Abia State, Nigeria. Four (4) research question were formulated to guide the study. The population of the study consisted 120 respondents selected from 4 streets consist of 30 respondents the instrument used to collect relevant data was a structured questionnaire. Descriptive statistic was used to analyzed data on the first and fourth research question; correlation was used for the third research question while binary logic model was used for the second research question. It was found that age, education, price, income and household size play critical role in the consumer willingness to purchase sensodyne toothpaste products. It was recommended that education of the consumer should be improved. Pricing of items should also be looked into possibly.

TABLE OF CONTENTS

Title page i

Certification ii

Dedication iii

Acknowledgement iv

Declaration v

Table of content vi

List of table vii

Abstract viii

CHAPTER ONE

Introduction

1.1 Background of the Study 1

1.2 Statement of Problem 2

1.3 Research Questions 4

1.4 Objective of the Study 4

1.5 Research Hypothesis 5

1.6 Significance of the Study 5

CHAPTER TWO

2.0 Literature Review 7

2.1 Introduction 7

2.2 Factors Affecting Consumer behavior 7

2.2.1 Cultural Factors 8

2.2.2 Social Factors 10

2.2.4 Personal Factors 13

2.3 Perceptions 19

2.4 Senses   21

2.5 Values and Goals 23

2.6 Attitudes 24

2.7 Price Effect 24

2.7 preference and taste 24

2.8 characteristics of consumers 24

2.9 consumer theory 24

CHAPTER THREE

3.0 Introduction 27

3.1 Area of the Study 27

3.2 Selection of Respondents 28

3.3 Method of Data Collection 28

3.4 Method of Data Analysis 28

3.5 Model Specification 29

CHAPTER FOUR

4.0 Results and Discussions 30

4.1 Socio-Economic Characteristics of the Respondents 30

4.2 Effect of socio-economic factors on the purchase behavior of

      sensodyne toothpaste in Aba metropolis of Abia State,

        Nigeria. 31

4.3 The effect of price of synsodyne toothpaste and the frequency of

        purchase in the study area 35

4.4 Frequency of purchase of sensodyne toothpaste by

      households/monthly 36

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation 37

5.1 Summary

5.2 Conclusion and Recommendation 38

References

Appendix

LIST OF TABLES

Table 4.1: Distribution of the socio-economic characteristics of the

respondents

Table 4.2: The maximum likelihood estimates of sensodyne purchase

behaviours.

Table 4.3 The relationship between price and frequency of purchase of

synsodyne among the respondents.

Table 4.4 Distribution of frequency of purchase by households/monthly

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use or dispose or products, services, ideas, or experience to satisfy needs and desire” (Solomon, 1996). Typically evaluating consumer behvaiour goes beyond advertising and marketing approaches to connect to the consumer, and understand their behaviours, motivations and deepest desires. Consumer behavior is influenced by an individual’s physical and social environment, the individuals motivation consumer, his or her perception of the product, brand, service or company and the goals or needs that he or she may obtain through consumption.

From the above, the study of purchase pattern and buying behvaiour of sensodyne in Aba metropolis depends on the critical evaluation of the social economic variable that combine to determine in the choice of a particular toothpaste brands. The preference, perception and related attitude of consumer brand choice are always the factors that the marketer should consider in designing marketing programme and strategies to attract new customers, retain old customers and retrieve lost customers. (Onwuegbu, 2003). However, understanding behavior of consumer is a key to the success of business organizations.

Marketing personnel are constantly analyzing the patterns of buying behavior and purchase decisions to predict the future trends. Customers behavior can be explained as the analysis of how, when what and why people buy. (Kotler and Arnstrong, 2006). (Sinha, 2003) Reported that Indian shoppers seek emotional value more than the functional values.

1.2 Statement of Problem

The study of consumer behavior is concerned not only with what consumer buy, but also with why they buy it, when and how they buy it, and how often they buy it. It is concerned with earning the specific meanings that products hold for consumers. Consumer process, before the purchase, during the purchase and after the purchase. It is concerned with learning the specific meanings, that product hold for consumers. The term consumer is used to donate two different kinds of consumer entitled that are personal or individual consumer and organizational consumer.

There is a few available  research in this area of study. This is because the study of toothpaste buying behvaiour and related socio-economic variables have been given generalized approach. Therefore, the study of specific factors that influence the buying behavior of toothpaste like price, colour, brand, taste etc have not been given specific research studies (Parasuraman, 2003). The above problem has also made it difficult in influencing the buying preference and choice of toothpaste users. This would have been easier if these variable are studied and analyzed as motivationals factors (Clarie, 2004).

The influcx and proliferation of different brands of toothpaste flooding the market has made brand choice and preference very difficult by the users. Even fake ones are competing with the good products. Therefore, shopping for consumer goods in this area has become cumbersome for the toothpaste users. There is the problem of not adhering to NAFDAC standard in the production of toothpaste by some local manufacturers. The usage of such product can even endanger the health of the users, especially in Aba metropolis where sellers market has become the order of the day.

This research is poised to study these problems and to proper solutions.

1.3 Research Questions

· What are the socio-economic characteristics of the respondent?

· What are the effect of socio-economic factors influencing the buyer behavior of sensodyne toothpaste users in Aba Metropolis?

· What are the effects of price of the toothpaste on the buying behavior of the brand of toothpaste in Aba metropolis?

· What is the frequency of purchase by the users in the study area?

1.4 Objective of the Study

The major objective of the study is to examine the effect of socio-economic characteristics on the purchase of sensodyne toothpaste in Aba metropolis of Abia State, Nigeria. The study will achieve the following specific objectives;

Describe the socio- economic characteristics of the respondents

Estimate the effect of socio-economic factors influencing the buyer behavior of sensodyne toothpaste users in Aba metropolis

Estimate the effect of price of the toothpaste on the buying behavior of the brand of toothpaste in Aba metropolis

Examine the frequency of purchase by the household in the study area;

Make recommendation based on the findings.

1.5 Research Hypothesis

H0₁:  Socio-economic characteristics are not significant in determining the buyer behaviour of toothpaste in Aba metropolis.

H0₂:  Income is not significant in influencing usage frequency of toothpaste among household in Aba metropolis.

1.6 Significance of the Study

It is hoped that the findings and recommendations will assist the consumer to make better and informed choices in his decisions to purchase toothpaste products. It is believed that when the perception and decision of the individuals is better enhanced by knowledge and improved desposable income, Age, Household size, price etc will be more inclined to make quality decision.

Marketing practician can benefit from this when marketing toothpaste, as the study will bring some light on variables that might influence customers when approaching the product. Knowing this, it will be easier to breakdown consumer behavior and understand what variable to focus on when marketing these products.

For the fact that there are few available research in this area, this study will constitute sources of data and material for future research purposes, especially in the area of consumer behavior as it relate to toothpaste brand choice and preferences.  

However, the teaching and learning of marketing can see this material as a source of knowledge in the study and practice of consumer behavior. Such will add to the existing body of marketing literature.

The government and it’s agencies like NAFDAC and SON will use this material as one of the source for the evaluation of their regulatory laws on food and related products.

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